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Claude Monet, The House on the River Zaan, 1871. Stedel Art Institute, Frankfurt-on-Maine.
In the old days, before computers and the internet, the multiple listing services (MLS) publicized real estate listings with a printed weekly book, distributed to all members. Oh yes, you had to be a member to get one. And, like today, this was the most valuable information in real estate: "What's for Sale." In fact, for a potential buyer, short of actually driving every street looking for yard signs, getting the for sale list from the MLS book was the best and easiest way to find listings. And of course, the ONLY access to the book was through, you guessed it - a member real estate agent. So, if you wanted to find out what was for sale - like it or not, you had to 'hire' an agent.
Stay with me here....
Think about the consequences of this arrangement. The agent was SO in control of the situation. For better or worse, the buyer client only saw what the agent deemed appropriate. Sure, there was a lot more driving around back then. But obviously the agent held much more 'control' over their dependent buyers under this arrangement.
Then and now, real estate agents compete with and cooperate with each other. We compete for business and cooperate to get deals done. In the old system, if I am a real estate agent, what is the most important factor in my ongoing livelihood? Fighting for my client OR making nice with other real estate agents? Well, regardless of how strongly one fought for their client, the number one goal was making sure that the other agent(s), the 'cooperating' agents, found you 'easy to work with'. No Kidding! And too often, 'easy to work with' was a euphemism for 'agreeable to our terms'. If you fought too hard for your client, the other agents might deem you simply 'hard to work with'. And this was perceived as the kiss of death.
Why? If most or all information is exclusively in the hands of real estate agents, their clients cannot find listings without their agent - maybe even, your listings. So, not only were clients dependent on their agent, agents themselves, were dependent on other agents. The mindset was: If an agent deems me 'hard to work with,' then they will not show my listings. I had better play nice. And, I don't mean 'nice' like your grandmother taught you. I mean, the reality was that an agent cared more about getting along with other agents than they did about taking care of their clients.
Why? Because they were scared of being blackballed!
Did this happen - Oh, you bet! If an agent was deemed 'hard to work with' by others, well agents would simply not show their listings. And, the buyer's had no way of knowing that this was happening. There was little 'discovery risk' for the buyer's agent. If the 'hard to work with' agent had potential buyers, listing agents would not return phone calls, make listings unavailable, fail to counter, etc.
For the most part, technology and the internet has, thank God, put an end to this nonsense. And blackballing? - Gosh, we could not care less. If we have a property listed, and especially if we offer a competitive buyer-side commission, other agents had better show it - God help them with their clients if they do not! Any agent blackballing any other agent or their listings runs a huge risk of ticking off their own clients. 'Discovery risk' is high! The clients no longer need the agent to find out what's for sale.
Still with me....? So why are we discussing history?
Because, there is a remnant of this system that just does not seem to fade. What remains is the attitude among real estate agents that it is more important to get along with other agents than it is to fight for your own clients. And by 'get along with' I do NOT mean nice and pleasant. To this day, agents are loath to approach real estate negotiations and transactions like the six-figure business deals that they are.
Real estate has long been dominated by the country club set. These people care more about their peers than they do about their clients. Now, as a young, aggressive, business-minded firm, we do not care about the hang-ups of other agents. We are strong, professional advocates for our clients, and this is the only reputation we care about. Good agents on the 'other' side (and there are a few) recognize this and respect us for it. Funny thing, these deals always go smoothly. But, many agents find us 'hard to work with'. Tough.
Question: As a client or potential client, what kind of agent do you want working for you?
Pittsburgh-Plus Real Estate Commissions Back in it's heyday, US Steel coerced steel consumers to pay freight charges based on production in Pittsburgh to the customer's location, regardless of where the steel was actually produced. So for example, if a customer in Raleigh ordered steel from a manufacturer in Richmond, the customer was charged freight based on shipment from Pittsburgh. Nifty trick, as you can imagine freight charges for steel are rather high. This was called Pittsburgh-Plus pricing and was eventually killed by the FTC as anti-competitive.
What does this have to do with real estate commissions? Well, please consider the similarities of the following statements.
Steel Freight Charges: Customer pays set fee of X representing the shipping-distance between Pittsburgh and customer regardless of actual shipping-distance required by customer.
Traditional Real Estate Commissions: Customer pays set fee of X representing a given service-level between agent and customer regardless of the actual service-level required by customer.
Trader Joe's to Open in Cary November 27th "Two Buck Chuck" coming to town later this month. Opening now set for November 27th - You heard it here first!
See: Trader Joe's website.
FWIW, they opened in New York City in March of this year. Here is what the New York Times had to say about it.
How to Sell a House in the Triangle Market, circa 2007 And, Do You need a Real Estate Agent to do it? What follows is a cheat sheet for sellers. Believe it or not, this list is controversial. Why? Because the items that fall into our categories, "Might Do" & "Total Waste," are often the very reasons other real estate agents use to justify high, outdated commission models.
The items under "Must Do" are pretty straightforward and each item is vital. In regard to the question: Do I need a real estate agent? The answer is simple: If you can accomplish each and every item under "Must Do," on your own, then you do not need an agent. Often it is NOT a question of if you can (You Can!), but rather do you have the time and the inclination to do all of these things? At the end of the day, hiring a real estate agent is less a question of necessity and more a question of convenience.
Quoting Greg Swann:
We don't always agree with Mr. Swann, but in our estimation, he is one of the most forward-thinking (and articulate) real estate practitioners in the country.
We have more to say about real estate agents and their 'marketing plans' below. But first, here is our list:
MUST DO Correctly price the property. Let potential buyers know it is for sale.
Use flyer box to distribute more information on property to passers by. And, DO NOT let it sit empty. Compensate buyer agents. Make property available for showings at any time. Use a showing/lockbox system so any buyer's agent can show property at any time. Measure the house and produce an accurate diagram of the property. Place disclosures, survey, property diagram, and other information, etc. in the house so potential buyers can take with them. Get out for showings (See here). Be available and responsive after showings to answer any questions. Be available to receive and negotiate any incoming offers. NEVER fail to counter. Confirm buyer qualification. Execute contract and shepherd to closing.
MIGHT DO Improve curb appeal and/or the condition of property (There are many resources for this - We have our own list here). Have property inspected/appraised/surveyed. Offer home warranty. Virtual Tour.
TOTAL WASTE Newspaper/magazine advertising. Mailings & other print marketing. Television/Radio advertising. "Talking House" - Recorded Information via phone. Open houses. Staging. Hiring large, "Name Brand" real estate firm. Individual property website (e.g. www.123mainstreet.com)
Listings-focused real estate agent web logs. Email Campaigns (Yes, real estate agents actually spend a lot of time and money on this - everyone else calls this SPAM). Clown-mobiles - Silly painted or 'wrapped' cars.
As a rule, real estate agents offer these 'services' to sellers because they sound good - Not because they work! An agent will simply use your property to market themselves and you get to pay for it.
Real estate agents love to talk about their 'Marketing Plan' as if this concept is going to lead to a successful sale of your property. Well, Mr. or Ms. Seller, be leery. The overwhelming majority of buyers out there are just as smart as you are (and certainly as smart as most real estate agents) and will simply not be "sold". Buying a house is not like buying a timeshare. Most people, certainly most of our buyers, realize that this is a six-figure transaction and it must meet their most basic wants and needs.
Real estate agents want you to believe that they are great at selling houses. Don't believe it! What they are really good at is selling themselves to potential clients with the illusion that they are great at selling houses. But, if you are a serious seller (that is, you do or allow all the things in our "Must Do" list), once the agent has you as a 'client,' the sale is usually a foregone conclusion. Many quite successful real estate agents are not so great at the details of brokering real estate transactions. But they are excellent at converting potential clients into clients. Keep in mind, we all need a place to live, preferably one we own. Or, when it is time to sell, we often do not have a choice. Real estate agents know this. So, the trick is not selling property. The trick is collecting clients.
So, in the end, what does "sell" the buyer? Well, the house itself, of course! The role of a good real estate agent is to be an advocate for their client and to drive the transaction forward. For savvy clients, real estate today is not a sales business. Rather, it is a professional services business.
Discovery Risk As Henry Abbott pointed out on True Gotham (see our post just below), much of what happens [in the real estate business] is scandalously terrible. Why? How does this happen? Scandalously terrible, as in illegal? Or, a breach of ethics? Or, a breach of the agent's fiduciary duty? All of the above?
Well, in our opinion, it all comes down to transparency, or we should say, lack of transparency. We would like to introduce a concept to this web log which we will use going forward:
Discovery Risk: The risk that an agent's scandalously terrible action(s) will be discovered by their principal.
While it is bad enough that real estate agents might inflict injury on non-principal customers and others in the business, the party often suffering the greatest injury by these actions is the agent's own client.
Is this Site Anti-Real Estate Agent? True Gotham has a great post on the mission of their blog.
Our site mission: Elevate the real estate conversation.
We are not anti-real estate agent! Everyone affiliated with this site is, in fact, a real estate agent. This site, and more generally, our firm, are simply trying to elevate the 'conversation'. The fact that many agents are turned off by what we have to say just demonstrates the need, as does the table below.
Bonus Link/Table Harris Poll, 26 July 2006: Most Prestigious Occupations.
Source: Harris Interactive, via Freakonomics Blog
WSJ: Do Real Estate Agents Have a Secret Agenda? Who is your Buyer's Agent working for, anyway? It's bad enough that builders are offering Buyer's Agents commissions as high as 8% (or more), now comes this from the Wall Street Journal:
Read the whole article. More comments on this here, here, and here.
Let's be perfectly clear about this: If any of our brokers, acting as a Buyer's Agent, participated in this type of scam, er...transaction, we would fire them!
Greg Swann has additional thoughts on high commission bribery: Killer Deals Often Come with Payoff.
Taxis, Limousines, Shuttles, and Real Estate
For an explanation, see Andy Denton's What the future of Real Estate and Limousines have in common.
Traditional Real Estate in Ten Steps
Interesting The Federal Reserve Bank of San Francisco reports:
Inside Real Estate Before engaging an agent, clients and potential clients should know as much about how our business operates as they can stand. Greg Tracy pulls back the cover. Also see: Phil Hoover's Real Estate's Broken Business Model.
This is NOT your Grandfather's North Carolina Three recent reports highlight the Research Triangle Area and North Carolina. See the CityVitals report from Joseph Cortright, the Richard Florida report, "The University and the Creative Economy," (below) and Site Selection's Business Climate Report (also below).
From Joseph Cortright, in partnership with CEOs for Cities: CityVitals.
Research Triangle Rising From Richard Florida, the author of, The Rise of the Creative Class, comes a report which,
Site Selection Magazine's Business Climate Rankings This table says it all! Or, read the entire Site Selection report. Bonus Link: Entrepreneur Magazine's Hot Cities for Entrepreneurs.
Angie's List Adds Real Estate Agents Lately, there has been a great deal of discussion on the value proposition of real estate firms and agents. For the most part, this has focused on the cost side of the cost/benefit analysis. Well, Angie's List has added a category for Real Estate Agents.
For those of you unfamiliar with Angie's List:
How to Get Yourself on Our Blogroll: Rage, rage against the dying of the light Well there is a lot of talk about the Minnesota Realtors' Article, Is It Time for a Career Adjustment?, but how many real estate agents quote Dylan Thomas.
Local Real Estate Blogs Our favorite: Today's action
More: RaleighNorthCarolinaRealEstateFinder
More here, here, here, and here.
Greg Swann has interesting things to say on this issue.
What is a Buyer's Agent Worth? Our firm does not set a standard charge for listings. Each agent negotiates the fee on a case-by-case basis. Potential clients ask: So, what do you charge? And typically, our answer is: Well, what do you want us to do? This makes all the sense in the world to us and our clients in this increasingly competitive market.
Lately we have noticed more competition on the Buy Side. Traditionally, buyer's agents, like listing agents, have been paid a percentage of the sales price. Today, agents are increasingly willing to provide buy side services for a flat fee. If the buy side is, in fact, paid a percentage of the sales price, the buyer's agent refunds any amount over the flat fee to the buyer at closing. Good enough. But, what is this service worth? We suspect, in time, the answer will turn out to be the same as it is for listings: Well, what do you want us to do?
Now, we show property. Tons of it. As buyer's agents, we want to help our clients meet their wants and needs (and yes, get paid for doing so).
But, there is a trend in the emerging flat fee buyer's agent world towards not showing property. Want us to represent you and charge you a flat fee. Fine, just let us know when you have found a property and we will get to work. Oh, you actually want to go inside before you decide? Really?!? Must you? Well, call the listing agent and make an appointment. Don't forget, the listing agent represents the seller and WE represent you. Oh and not to worry, we can represent you just fine without seeing the property!
The point is, to get the flat fee and rebate the buyer has to take on some of the work traditionally done by the agent. That's okay, it's the same thing that has been happening on the list side for some time now.
Perhaps if the flat fee is high enough it could include a certain number of showings. That might work. But, then there would need to be a "per showing" fee if the number of showings goes over the allotted amount. And of course, it would!
Anyway, what is full service buyer agency worth without showings? These guys will do it for $5,000 ("You will get full-service representation – except for the part about being squired around town for weeks in a luxury towncar."). And, believe us, you will get excellent service - They are far ahead of the market in terms of knowledge and business methods. And, these guys will do it for as little as $2,000. Locally, so will these guys.
So, what's it worth? Well, what exactly do you want us to do again?
Real Estate 20/80 Revisited We all know the old marketing 20/80 Rule: 20 Percent of your customers will purchase 80 percent of your product. Now, we do not know the veracity of this maxim, but in our experience it is pretty accurate. But this rule never really applied to the real estate business. Rather, we had our own version: 20 percent of the real estate agents sell 80 percent of the property. This has been true for over a generation and continues today.
But for how much longer? These days a new rule is developing and we would like to propose it here: 80 percent of real estate agents chase 20 percent of the market. This is the 'golden' twenty percent who still believe that "you get what you pay for" in a real estate transaction. Silly Sods. But alas, they are still out there, cheerfully paying six percent. After all, their agent drives a Lexus, so she must know what she is doing, right? Now we could say so much about this, and we have and will continue to do so, but here, we are much more interested in the corollary to our proposed rule: 20 percent of real estate agents chase 80 percent of the market. Minor adjustment: (Not yet) 20 percent of real estate agents are chasing (what will become at least) 80 percent of the market.
These are the new breed agents and firms that understand it is a new day in the real estate marketplace. Is there a place for old-line traditional models and pricing in real estate today? Of course. But today, the real estate business is finally segmenting like other industries. Pick just about any other business and you will find multiple service levels and price points. For several reasons, technology among them, real estate is just getting to this point.
Some believe that the traditional models will prevail on service alone. And, there are those who believe that, going forward, there will be no place for the pricey traditional models. We believe that real estate is a huge market and there will be winners and losers in all segments. But we would like to remind readers, agents and clients alike, that more people shop at Macy's than at Saks. It's not that Saks is not a profitable endeavor, surely it is. It is just that all stores cannot be Saks. And, for what it's worth, the last time we checked, Macy's was more profitable than Saks anyway. Oh, and let us not forget: Wal-mart is now the world's largest retailer!
Mysteries of the Universe
If I were to
sell real estate, I would use my ugliness to
my advantage. No one trusts beautiful people
anyway, especially when large sums of money
are involved. My real estate motto would be
“I’m hideous and I haven’t starved to death
yet, so you know I must be good!"
Another Perspective Like any editorial medium, this website promotes a particular view of a given topic, in our case, today's real estate business. For a well-written opposing view, see: Jonathan Dalton.
Real Estate Agents just LOVE Print Media But, we would remind them:
Dan Green and Team hit on this idea after The Yellow Pages came calling. But have you seen the real estate section in the newspaper lately? It keeps expanding, though surely the audience is shrinking. Why? Because these agents do not know how to market property in today's world. And, the agents have to "do something" to justify their commissions.
These ads do incredibly little to market property. If anything, they do an okay job of promoting the agents, themselves, (yes, just okay - what's the target market anyway?). Sellers should ask themselves what they are paying for. Do you want to market your property or promote some out-of-date real estate agent? Unless you are marketing Florida condos to New York retirees you might want to question the medium...and the agent.
Bonus Link: For an interesting discussion of what works today, see Greg Tracy's The Five Things That Sell Homes Today.
Step Two: Get a Pet Neuse River Golden Retriever Rescue
FSBOHOMZ.com
Some of what this site says is just plain wrong, but much of it is true.
Dueling Websites FTC: Competition in the Real Estate Market
NAR:
Six Percent Pays! This Office, is owned by this Firm, which is owned by this Company, which is a subsidiary of this Holding Company, which is, in turn, a subsidiary of this Corporation, whose Chairman and CEO is listed here.
Yessiree, it all starts with those six percent commissions!
Recommended
Submission Guidelines for Our Refrigerator Door
A Critical Assessment of the Standard, Traditional, Residential Real Estate Broker Commission Rate Structure
While real estate brokers have long set their fee as a straight percentage of a home’s sale price, this formula is an anomaly and a primary reason why such fees may be inflated by more than $30 billion annually. Although competitive pressures ordinarily produce a fee structure reflecting costs, real estate broker commissions are strangely unrelated to either the quantity or quality of the service rendered or even to the value provided. Rather, this fee has been based solely on the price of the home. (It is as if tax preparers set their fee as a flat percentage of a client’s gross income, irrespective of how difficult the return was to prepare or how much their efforts saved the taxpayer). Oddly, not only is there no evidence that it is any more costly to sell higher-priced homes than median-priced properties, but it is possible that the opposite may be true! Furthermore, the straight percentage fee formula creates little incentive for real estate agents to provide home buyers or sellers with additional value. View Full Report
Interesting comments about this from the author, Mark Nadel, and others here. Fellow broker's perspective here. Appraiser's perspective here.
Obstacles We wrote in a piece below (Get Out!!!) that sellers often get in the way of their own sale. In our experience, the Listing Agent is just as often an obstacle. Like much in this business, this argument sounds counter-intuitive. An example....
In our market, the most common occurrence of this phenomenon is for the listing agent to advise their client not to counter. I cannot count the number of times we have had a listing agent say to us: The seller found your offer insulting, so insulting in fact, that we are not going to offer a counter. Come again....? Offer insulting??? Question: Is there such a thing as an "insulting offer"? Maybe, but it would have to be fairly frivolous, right? Yet, we get this all the time on serious, albeit aggressive, offers. Where does this 'insultedness' come from anyway? Believe me, if someone wants to purchase your property, whatever the price, you are not naturally insulted. No, the seller is only insulted because his or her listing agent told them they should be.
Let me quote from our Broker Recruitment Page:
So, what should the listing agent advise her clients to do? Well, counter high of course. If we ultimately reach an impasse, so be it. But, let's at least have a look at what's around the corner!
Welcome to Carrboro
We Sell Houses
Of course, we understand that every house we sell will become someone's home. Many clients do, in fact, hire us to find the "perfect home." However, for the agent, too much 'home' is a bad thing. Why? Because it is our job, as agents, to remain objective and provide sound advice to our clients. We are not saying that clients cannot or should not become emot...ehr, make that 'less-than-objective' about a home. Actually, it's quite wonderful when clients fall in love with a property. But whether buying or selling, clients should be able to rely on their agent for objective advice and level-headed, non-emotional negotiation. It is the agent's job to protect the interest of their principals. Anything less is a disservice. Clients and potential clients should be leery of agents who go overboard on the "home talk."
At the end of the day, we supply the house, but the client...makes it a home.
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BRICK AND GARDEN REAL ESTATE
Brick and Garden is an independent real estate and investment firm based in Cary, North Carolina. We operate in the Greater Research Triangle Area of North Carolina.
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